2014 MSI Highlights - MSI: Media Sales Institute

Transcription

NABEF/NABOB MEDIA SALES INSTITUTE
Florida A&M University • May 12-22, 2014
Table of CONTENTS
OVERVIEW
• Class of 2014
• Recruiters
• Presenters
• Graduates: Where are they now?
• Testimonials
Pages 2-6
RECRUITERS’ Evaluation of MSI
Page 7
CANDIDATES’ Evaluation of MSI
Pages 8-15
PHOTOGRAPHS
& NEW PROMOTIONS
Pages 16-24
PSP Recommendations for
Enhancing the MSI at Florida
A&M University
Page 25-26
MSI Contact Info
Page 27
MSI OVERVIEW
Class of 2014
21
17
17
pre-qualified candidates accepted (from 9 universities)
highly qualified candidates successfully completed the MSI
candidates received offers for formal company interviews
PARTICIPATING COMPANIES
 ABC WTXL 27
 CBS WCTV 6
Recruitment
11
38
22
 CBS WCTV - Digital
 Comcast Spotlight
companies
(FL, GA, KY, SC, TN)
 COX Media - Jacksonville
 Cumulus - Tallahassee
markets
 Gannett
 Hearst Television
 Marc Radio Group
recruiters
 Sinclair Broadcast Group
2
 Tallahassee Democrat
MSI OVERVIEW
Industry Contributors
40
sessions in
7 days!
Television Bureau of Advertising PSP NABOB
New Age Media Zimmerman Advertising Agency FAMU School of Business & Industry Radio Advertising Bureau Cumulus Broadcasting
ESPN Radio Tallahassee Homes & Land Nielsen Audio Clear Channel Radio Strategic Media Arts FAMU NABEF PRESENTERS
Tallahassee Democrat Comcast Spotlight
The Media Audit Nielsen Media Research WCTV‐CBS 6 pledge
100%
commitment
3
to attend
MSI 2015!
2014 GRADUATES
Where are they now?
Nife Aina
Julius Ascue
Ashli Beverly
Chloe Bickham
Brittney Cherry
HIRED
Comcast Spotlight,
Frederick, MD
HIRED
Bethune-Cookman
University, Sales &
Marketing
HIRED
Tennessee Tribune
Nashville, TN
INTERVIEWING
CBS Networks, Gannett
HIRED
Marc Radio Group
Gainesville, FL
Dwayne Hassell
Secret Hunter
Janeil Jackson
Purhnel Meek
Asjah Nero
HIRED
K2 Consulting, Inc,
Subsidiary of AT & T
San Jose, CA
HIRED
Gannett
Houston, TX
INTERVIEWING
Comcast Spotlight
HIRED
Marc Radio Group
Gainesville, FL
Eric Romero
Kimberly Rowe
Ashley Scotland
Jannina Spates
George Wright III
Monica Zavala
INTERVIEWING
Comcast Spotlight,
Tallahassee Democrat
INTERVIEWING
Comcast Spotlight,
Cumulus
HIRED
Chicago Blackhawk’s
Broadcast Sales &
Marketing
Chicago
HIRED
Nielsen Ratings
Ohio
INTERVIEWING
WCNC TV, NBC Affiliate,
Gannett
4
INTERVIEWING
Marc Radio Group
HIRED
Cumulus Radio Group
Tallahassee, FL
CeCelia Taylor
HIRED
Cox Media Inc.
Orlando, FL
2014 GRADUATES
Graduate Testimonials
“TheMediaSalesInstituteisoneofthebestwaystogetexposedto
mediasalesandgainvaluableexperiencebeforeyouevengetintothe
industry.Youlearnsomuchin10daysincludingskillsthatyouneed
Secret Hunter
HIRED
Gannett
Houston, TX
outsideofmediasales.Theprogramisverychallenging,butit'sdesigned
tosetyouupforsuccess.Youleavewithtonsofknowledge,newskills,
newfriendsandahugesupportsystem.BecauseoftheMediaSales
InstituteIamnowapartofGannett'sTalentDevelopmentProgram,and
IhavejoinedthesalesteamatKHOUChannel11inHouston.Choosing
Gannetthassetmeonapathtoanamazingcareerinthemediaand
marketingindustryandit'sallbecauseoftheMediaSalesInstitute.”
“IrecommendtheMediaSalesInstitutetoanyonelookingtogointo
thesalesfield.Althoughitwasextremelyintense,Ilearnedsomuch
inthose10days.Now,asIgothroughtrainingatmynewjob(Cox
CeCelia
Taylor
HIRED
Cox Media Inc.
Orlando, FL
MediaGroupOrlandoRadio),InoticetherearethingsIambeing
taughtthatI'vealreadylearned.MSIwasaguidinglightinwhatis
nowmycareerfield.AHUGEthankyoutoNABEF,NABOB,FAMU,
PSP,Mr.&Mrs.Myers,andeveryoneelsewhowasinvolvedinputting
thismagnificentprogramtogether!”
5
RECRUITERS’ EVALUATION of MSI
MSI RECRUITERS
The numbers speak for themselves...and so do the recruiters!
Recruiter Testimonials
 
“The program for recruiters is compact and concise. It is my
third year and the program continues to shine and improve.”
– Ken Klein, Comcast Spotlight
“Great presentations! Very professional candidates! Very
organized sessions! Loved seeing the presentations first.”
– Cherron Edwards, Comcast Spotlight

“The program is an excellent starting place to provide our
industry with well-trained employees.”
– Tony Kahl, WCTV-CBS 6

“Very impressed. Top-notch student presentations. This will be
MARC Radio Group’s major recruitment source each year.”
– Camellia Pflum, MARC Radio Group

“The students are well-prepared and knowledgeable. I may
never have to attend another job fair!”
– Katreece Dunbar, MARC Radio Group
6
RECRUITERS’ EVALUATION of MSI
EVALUATION
RECRUITERS’ Overall Perception of the “Quality”
of the MSI at Florida A&M University
(In percent value)
Totals
25
2014
24
2013
76
30
2012
70
44
2011
56
21
2010 2
Poor
79
14
Fair
Good
84
Very Good
2009
7
2008
9
2007
3
2006
4
0
29
63
32
Column1
57
26
70
15
81
50
100
The average recruiter ratings concerning the quality of the MSI program at Florida
A&M University from 2006-2014 are: Very Good (71%), Good (26%), Fair (3%).
7
CANDIDATES’ EVALUATION of MSI
GOOD
VERY GOOD
POOR
1. Registration
FAIR
MONDAY, May 12, 2014
VERY POOR
Day 1: REGISTRATION & INFORMATION
Directions:
For each session identified below, circle the
number to the right that best fits your
judgment of its quality. Please be sure to
only rate the session listed above.
5%
39%
56%
11%
89%
28%
72%
26%
72%
2. Media Sales Institute Overview
w/PSP One
3. Welcome Reception
w/Jim Winston, Executive Director of NABOB
OVERALL DAILY AVERAGE
COMMENTS:
2%
 Day one was very eye-opening and
very informative in preparing us for
exactly what we will be facing in the
next couple of days.


Mr. Winston was excellent and so
were the MSI alumni.
100%
72%
50%
This was a great way to welcome us
to the MSI. It gives us a taste of
what’s to come.
8
26%
G
V
0%
2%
w/PSP One
2. How a Broadcast Sales Department Works
w/Nicky Sparrow, Clear Channel, Director of Sales
VERY GOOD
FAIR
POOR
1. Marketer vs. Sales Representative
GOOD
TUESDAY, May 13, 2014
VERY POOR
Day 2: PREPARING FOR YOUR CAREER
Directions:
27%
73%
47%
53%
27%
33%
27%
73%
13%
87%
36%
64%
30%
64%
3. How an Advertising Agency Works
40%
w/Kimberly Bryant, Zimmerman,
Broadcast Media Buyer
4. Decision-Making Selling
w/PSP One
5. Presenting the Plan
w/PSP One
6. Recap
w/PSP One
COMMENTS:
7%
 I loved Nicky! She was so
informative!
100%
 I really enjoyed the hands-on
activity.
64%
 Today was great. I am starting to
get more comfortable.
P
F
50%
30%
G
V
2%
0%
9
VERY GOOD
w/Abby Auerbach, EVP, Chief Marketing Officer
GOOD
POOR
1. Television Bureau of Advertising (TVB)
FAIR
WEDNESDAY, May 14, 2014
VERY POOR
Day 3: TELEVISION DAY
Directions:
13%
13%
73%
7%
40%
53%
27%
33%
40%
13%
87%
13%
87%
43%
57%
26%
66%
2. Nielsen Ratings: Part I
w/Remo Giuliani, Account Mgr. &
Daniel Bergin, VP, National Client Delivery
3. Nielsen Ratings: Part II
w/Remo Giuliani, Account Mgr. &
Daniel Bergin, VP, National Client Delivery
4. National Television Sales
w/ Nathan Mears, New Age Media,
Director of National Sales
5. How to Be Successful Selling Television…
w/Heather Peeples, WCTV, General Sales Manager
6. Re-cap
w/PSP One
COMMENTS:



8%
Nathan and Ms. Peeples were very
good presenters. Abby was good as
well and had a lot of data and
content that was useful.
I loved Heather’s presentation. I am
a sales consultant and it was very
informative.
100%
66%
50%
A lot of value today. Much excited
about tomorrow.
26%
8%
0%
10
VERY GOOD
w/Dolores Nolan, VP of Membership
GOOD
POOR
1. Radio Advertising Bureau
FAIR
THURSDAY, May 15, 2014
VERY POOR
Day 4: RADIO DAY
Directions:
judgment of its quality. Please be sure to only
rate the session listed above.
6%
47%
47%
12%
88%
19%
81%
38%
50%
6%
94%
7%
13%
80%
4%
23%
73%
2. Nielsen Audio
w/Tamara Hutson, Director, Urban Radio Marketing
3. Nielsen Audio
w/Tamara Hutson, Director, Urban Radio Marketing
4. National Radio Sales
12%
w/Larry Wright, ESPN, General Manager
5. How to Be Successful Selling Radio…
w/Dot Ealy, Cumulus Radio, Market Manager
6. Re-cap
w/PSP One
Overall Daily Average
COMMENTS:


I enjoyed learning about Nielsen
Audio and how they get
measurements. I have learned about
it in school and this complimented
that.
The RAB presentation was
phenomenal. I have actually been
convinced to move into radio sales.
Larry Wright was a very influential
speaker for me. Dot Ealy...AMAZING!
100%
73%
50%
23%
4%
0%
11
VERY GOOD
FAIR
POOR
GOOD
FRIDAY, May 16, 2014
VERY POOR
Day 5: PRINT, DIGITAL, & INTERACTIVE DAY
Directions:
12%
88%
44%
56%
38%
44%
38%
62%
25%
75%
33%
67%
32%
65%
1. Managing Your Success in Print Sales
w/Cari Evans, Tallahassee Democrat,
Advertising Director
2. The Media Audit: Session I
w/ Danita Cave, Southeast Market Manager
3. The Media Audit: Session II
19%
w/ Danita Cave, Southeast Market Manager
4. How to Be Successful Selling Local Newspaper
w/Ken Allewelt, Tallahassee Homes & Land,
Manager, Database Marketing
5. Targeting the Right Client
w/PSP One
6. Re-cap
w/PSP One
COMMENTS:
3%
 Cari was so knowledgeable and
informative. Danita gave a very
inside look to selling research to
companies. I had no idea that selling
research was possible. Ken’s
presentation was perfect!
 Cari and Danita were AWESOME!!
Today has by far been my favorite
day. I truly enjoyed the great guests.
I learned valuable information about
print and media sales.
100%
65%
50%
Fair
32%
Good
Very G
0%
3%
D
12
Poor
5
VERY GOOD
29%
71%
29%
57%
21%
79%
7%
14%
79%
5%
23%
72%
FAIR
POOR
GOOD
SATURDAY, May 17, 2014
VERY POOR
Day 6: CABLE DAY
Directions:
For each session identified below, circle
the number to the right that best fits your
1. Trends of the Cable Marketplace
w/Sarah Jacobs, Comcast Spotlight,
Advertising Executive & Chris Murphy, Comcast
Spotlight, Account Executive
2. Understanding Digital in Media Sales
14%
w/Bill Lickson, President, Strategic Media Arts
3. Prioritize Your Money
w/PSP One
4. Re-cap
w/PSP One
COMMENTS:
 Today was a good day. I enjoyed
all of the sessions. Comcast did
very good.
 Utilizing our time to understand the
presentation format was extremely
helpful.
 Today was great! Sara and Chris
were awesome. They definitely
picked on the digital aspect, and
that is what I needed. Also, Bill’s
presentation was very informative
and insightful!
13
100%
72%
50%
23%
5%
0%
VERY GOOD
12%
88%
6%
18%
76%
3%
15%
82%
FAIR
POOR
GOOD
SUNDAY, May 18, 2014
VERY POOR
Day 7: THE DETAILS OF SELLING
Directions:
1. Business Ethics/Corporate Cultures
w/Rashada Houston Turner, Professor,
Management/Marketing
2. Assignment of Presentation Order
w/Keith Miles, MSI Master Lecturer & Facilitator
COMMENTS:
 I can’t wait to present.
 Getting closer to the presentations
and end. I have to say, I couldn’t
feel any better about being here.
 Rashida was insightful and gave a
different perspective.
100%
82%
50%
 I appreciate the passion of everyone
15%
3%
0%
14
1. Presentation Practicum
VERY GOOD
GOOD
POOR
FAIR
MONDAY, May 19, 2014
VERY POOR
Day 8: PRESENTATION PRACTICUM
Directions:
100%
w/Jeffrey Myers and Keith Miles
COMMENTS:
100%
 Great practicum! Really needed it.
 Today made me feel confident
about my presentation and
eliminated a lot of nervousness.
100%
 Very helpful. I needed the critique to
be completely prepared. I now know
exactly what I want to do. I needed
the criticism to keep me on the right
path and I got it!
 The more Jeffrey went through my
presentation, the more excited I
became about presenting my work.
15
100%
Poor
50%
Fair
Good
Very G
0%
VERY GOOD
GOOD
FAIR
POOR
May 20 – May 21, 2014
VERY POOR
Day 9 & 10: Recruitment Days
Directions:
1. Day 9 – Candidate Presentations
100%
2. Day 10 – Formal Meet & Greets
COMMENTS:
 Amazing Day!
10%
20%
70%
5%
10%
85%
 I liked that we got to meet personally
with all the recruiters.
100%
85%
 The overall experience was great
and I am excited for the future.
Poor
 I’m really grateful for this dynamic
opportunity. I don’t want to leave,
but I do know there is work that
needs to be done. Thanks for
everything.
Fair
50%
Good
5%
10%
0%
Day 9 & 10
16
Very Good
VERY GOOD
1. Selling with Your Strengths...
w/Personal Selling Principles
2. Your Future in Media Sales
w/Marcellus Alexander
COMMENTS:
GOOD
FAIR
POOR
Thursday, May 22, 2014
VERY POOR
Day 11: Graduation Day
Directions:
9%
91%
100%
4%
 Amazing Day!
96%
 I liked that we got to meet personally
with all the recruiters.
96%
100%
 The overall experience was great
and I am excited for the future.
Poor
 I’m really grateful for this dynamic
opportunity. I don’t want to leave,
but I do know there is work that
needs to be done. Thanks for
everything.
Fair
50%
Good
Very Good
4%
0%
Day 11
17
EVALUATION
CANDIDATES’ Overall Perception of the “Quality”
of the MSI at Florida A&M University
(In percent value)
Poor
2014
3
2013
2
Good
Very Good
78
19
73
22
2012
6
2011
5
7
2008
9
3
2006
4
69
84
14
2009
2007
68
25
25
2010 2
0
Fair
63
29
57
32
70
26
81
15
50
100
The average candidate ratings concerning the quality of the MSI program at Florida
A&M University from 2006-2014 are: Very Good (71%), Good (23%), Fair (5%),
Poor (1%) .
18
PHOTOS
1
3
2
4
5
1) MSI candidates greet each other for the first time on Day 1; 2) Recruiters take notes as candidates deliver
presentations based on real-world sales scenarios; 3) PSP facilitator Jeffrey Myers shakes candidate Secret Hunter’s
hand during a professional development session; 4) Presenter Nathan Mears helps gives a candidate advice for her
upcoming television sales presentation; 5) MSI recruiters take a group photo outside of the School of Journalism &
Graphic Communication.
19
Poster
This official MSI poster was distributed to the career centers, journalism
and business programs at several regional colleges and universities.
20
Radio PSA
This 60-second public service announcement ran on WANM-FM 90.5, the
No. one rated HBCU campus radio station in the nation.
Pre – MSI
Attention ALL GRADUATING SENIORS.
Are you tired of sitting behind a desk?
Do you want a fun, challenging career with high income potential?
Are you an entrepreneur interested in becoming a media owner?
Maybe you want to learn the latest in media marketing and sales management
techniques.
Apply to the 9th annual Media Sales Institute at Florida A&M University.
Get trained by top executives and CEOs. Get recruited by national local media
companies like…
ABC, CBS, Gannett, NBC Universal, FOX and more!
Application deadline is March 28, but don’t delay. Only 25 seats with all
expenses paid fellowships are available, so apply today!
Applications online at SJGC.FAMU.EDU. Open to all majors.
21
MSI Senior Mixer
The MSI Senior Mixer is an opportunity for graduating seniors to learn
more about the MSI from the Master Lecturer. This announcement was
distributed via FAMUINFO, an internal listserv.
MSI Senior Mixer Tonight: $75K in Fellowships!
Attention FAMU Community:
Each year, the MSI awards $75,000 in fellowships to 25 graduating seniors to
attend an exclusive 10-day boot camp and recruitment fair. All graduating seniors
at Florida A&M University are invited to attend the “MSI Senior Mixer” tonight,
March 19, at 6 p.m. in the gallery of the School of Journalism & Graphic
Communication. Broadcast industry veteran and MSI Master Lecturer, Keith
Miles, will provide valuable insight on how this industry recognized program has
jumpstarted the careers of more than 500 college graduates nationwide.
Tell every fall 2013/spring 2014 college graduate you know to come tonight!
All majors welcome.
For more information, visit www.themsi.net or sjgc.famu.edu
(Click on Media Sales Institute).
22
Press Release
Several online new sites distributed the MSI press release/fact sheet,
including The Tallahassee Democrat, Capital Soup (a local blog), FAMU
Facebook page, HBCU Connect, and HBCU Digest.
23
MSI 2014
PSP Enhancements for MSI 2014

Presented the entire MSI class to recruiters on opening day.

PSP met with 2014 MSI coordinators and discussed “expectations” prior to
the institute.

New “MSI” host hotel was selected for presenters and recruiters (closer to
FAMU and surrounding walking points of interest).
24
MSI 2015
PSP Recommendations for MSI 2015

Add comment to FAMU application “ can only apply to one institute (no
duplicate applications)”

Screen candidates for “sales only.”

Rolling admission for 2015 class starting October1, 2014-March 31, 2015.

Select MSI 10 class by April 1, 2015.

Video each candidates’ “real world” presentation.

Video 6-8 presenters/recruiters.

Include Dean Hawkins with Ernie Fears as “Master Lecturer.”

Discuss plans for 10 year anniversary of the FAMU-MSI.

Increase budget to include visit to a local media station to host MSI
candidates for a “Day in the Office” (Four outlets have volunteered to
host).
25
MSI Contact Info
Personal Selling Principles
Jeffrey P. Myers, Principal
Florida A&M University
Ann Wead Kimbrough, Dean
School of Journalism & Graphic
Communication
10817 Weeping Willow Lane
Suite #101
Beltsville, MD 20705
(301) 595-1871
510 Orr Drive
Suite 4003
Tallahassee, FL 32307
(850) 599-3379
[email protected]
[email protected]
Dana C. Myers, Director of Operations
Shawnta Friday-Stroud, Dean
School of Business & Industry
10817 Weeping Willow Lane
Suite #101
Beltsville, MD 20705
(301) 595-1871
500 Gamble Street
One SBI Plaza, Room 105
(850) 599-3365
[email protected]
[email protected]
Keith Miles, Station Manager
Communication
WANM-FM, 90.5 (FAMU radio station)
For more information about FAMU
visit:
510 Orr Drive
Room 3059
(850) 412-7578
Communication
http://sjgc.famu.edu
facebook.com/famu.sjgc
[email protected]
*MSI Master Lecturer
School of Business & Industry
http://famu.edu/sbi
Deidre P. Williams, Program Coordinator
School of Journalism & Graphic Communication
510 Orr Drive
Suite 4003
(850) 599-3379
[email protected]
26
27

2014 MSI Highlights - MSI: Media Sales Institute

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